We created a banner that was placed beneath Terra's (a very popular site in Brazil) video player, alongside the rolling bar, which color we changed to red. In this banner, there is an empty blood bag. As the video goes on and the red in the rolling bar becomes more vivid, we see the bag being filled at the same pace. It's as if the rolling bar was a pipe channeling blood to the bag. When the bag is full, we read the message: "Help more stories to be told. Donate blood."

Immediately, the banner was a huge success.

The unexpected banner generated an enormous visibility to the ALBERT EINSTEIN BLOOD BANK site – where people were informed how and where they could donate. Besides that, the idea captured people’s attention and the worth of mouth spread quickly. The number of donors to the ALBERT EINSTEIN BLOOD BANK increased and a lot of people became aware of the need for more blood donors.